Grant Achatz's (rhymes with "jackets") - the world renowned chef from Alinea in Chicago - has introduced his "next" concept. You can go to the link to read all about the incredibly creative idea he is hoping to present to his audience, but the part that really struck me was that of selling tickets, as if to a play or hockey game. Since the restaurant will offer only one prix-fixe menu each night, the attendees will all pay the same price, varying only by the selection of which day of the week or time of the night. Advance ticket sales eliminate guess work, provide cash flow, and create buzz all at once. You can even purchase subscription tickets for the entire lineup of four annual menus! I love this!
Alinea recently was voted the number 7 best restaurant in the world, which was also the top spot for any US dining establishment, for those who care about that sort of thing, so he is hot. Just look at the gallery of some of his food from Alinea and you will say either "wow!", or "how the heck are you supposed to eat that?!". Either way, he is a very creative individual and a job in his shop is a coveted spot indeed.
Check out the "trailer" for Next Restaurant...proving something people have always said about our industry - it's a lot like theater!
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